PR Firm Will Assist L.A. Curbside Recycling Plan

A 3-year-old public relations agency known for its socially conscious campaigns will take the lead in publicizing the city of Los Angeles’ new curbside recycling program, which will be the world’s largest.

Westwood-based Laufer Associates has been awarded $1.6 million by the City Council to explain the system to residents using direct-mail brochures, a user’s manual, print advertising, billboards, TV and radio spots, and such reminders as refrigerator magnets, all of which will be phased-in neighborhood by neighborhood by late next year or in early 1992.

Laufer will direct three other agencies to tailor its message for specific groups: Foote, Cone & Belding/Los Angeles, for advertising and direct mail; Coronado Communications, which specializes in the Latino and Asian-Pacific communities, and Lois Hill Hale & Associates, which has experience in black neighborhoods.

Most materials will be multilingual, said Jessica Laufer, president of Laufer Associates. Toll-free messages to explain the recycling and waste-reduction effort will also be available in about 10 languages.